Funnel case study: how an SME multiplied its conversion rate step by step
Published October 2, 2025 · Guides and eBooks · Companies
A lead generation and conversion funnel isn't just a pretty diagram; it's a dynamic system that organizes channels, messaging, and metrics to transform website visitors into paying customers. This article presents a complete case study—complete with figures, decisions, and lessons learned—demonstrating how a small business went from losing opportunities at every stage to tripling its closing rate in just a few months by focusing its efforts on an operational, measurable, and manageable funnel.
1. Introduction: why a funnel is crucial for an SME
When a small or medium-sized enterprise (SME) wants to grow, it often rushes to invest in campaigns, social media, sponsorships, or trade shows without stopping to think about how to convert those efforts into real customers. The usual result: lots of activity, but little traction; exhausted teams, disconnected metrics, and the feeling that "we're doing a lot of things" but revenue isn't taking off. The problem is almost never a lack of tools or creativity, but rather a lack of... structureA process that links attraction, conversion, nurturing, and closing, with clear metrics at each step and a review cadence that allows learning and adjustment.
The difference between companies that achieve results and those that fall short lies in having a capture and conversion funnel that allows you to understand how many people come into contact with the brand, how many advance through each stage, and what happens when opportunities are lost. A funnel is not a static document: it is a mechanism that allows measure and continuously improve. In this practical case study, you will see how a service-based SME went from losing customers at every stage to triple your closing rate, Working the funnel operationally and relying on content, light automation, and commercial discipline.
2. What a funnel really is (and what it isn't)
Theoretical funnel
- Generic scheme of “attract → convert → retain” that looks good on a slide.
- Without metrics per phase, without clear responsibilities, and without impact on daily operations.
- Unrelated actions proliferate because there is no hypothesis to test or objective thresholds.
Operational funnel
- Metrics and thresholds by phase (visit → lead → appointment → proposal → client) with owners of each section.
- Channels, content, lead magnets and automations defined, with source tagging in the CRM.
- Governance and review cadence (weekly/monthly) to decide what to maintain, optimize, or retire.
The most common mistake small and medium-sized businesses (SMEs) make is believing that simply having website visits is enough. Without a clear process for capturing contact information, nurturing those relationships, and closing sales, opportunities are lost.
An operational funnel translates into very specific questions with data:
What percentage of those who see my ads reach the landing page? How many fill out the form? What is the open rate of my follow-up emails? How many attend a meeting? How many end up signing a contract and for what value?
If you want to delve deeper into the definition, this article from
HubSpot on what a sales funnel is
You will find a further explanation.
3. Funnel case study: company context
Company: B2B SME specializing in technical training for industry (14 employees, 10+ years of activity, good sector reputation).
Starting situation: dependence on cold calls and personal contacts; investment in LinkedIn and Google Ads without measurable return; static website without funnel or effective forms; irregular and manager-dependent closures.
Aim: to build a system that generates opportunities in a way constant and measurable, reducing commercial uncertainty, professionalizing monitoring and enabling sustainable growth over 12–18 months.
4. Step-by-step application of the funnel
4.1. Attraction Phase
The company was already investing in campaigns, but in a scattered way and with vague messages. The first step was define clear, problem-oriented messages The real challenges faced by decision-makers were: a lack of qualified staff, a need for regulatory refresher courses, and pressure from external audits. The key was to combine search intent, value proposition, and tangible evidence (guides, templates, checklists) to convert clicks into leads.
SEO with practical content
Guides and FAQs on regulations and training; simple architecture, clear titles and snippets with frequently asked questions.
Targeted LinkedIn Ads
Audiences by position (HR/Operations) and sector; short pieces with pain + promise + CTA to downloadable resource.
Monthly newsletter
High-value downloadable content such as gateway towards conversion; an editorial guideline of immediate use.
| Indicator | Before | After (3 months) | Comment |
|---|---|---|---|
| Monthly visits | 1.200 | 3.400 | Better alignment of intent + decision-oriented content. |
| Cost per lead (CPL) | 120 € | 45 € | Audience optimization, creatives and post-click. |
4.2. Initial conversion phase
The biggest problem was on the website: we were getting visitors, but very few were leaving their contact information. We designed a downloadable resource of value (regulatory compliance checklist) and a landing With direct copywriting, clear visual hierarchy, and a simple form, CRM integration allowed for tagging each lead by channel and creative source, closing the attribution loop and providing visibility to the sales team.
| Metrics | Before | After (3 months) | Δ |
|---|---|---|---|
| Landing page conversion rate | 1,8 % | 7,2 % | +300 % |
| Qualified leads/month | 12 | 65 | +440 % |
Elements that had the greatest impact
- Value proposition focused on risks avoided and not in course characteristics.
- Page structure with above the fold resolving key doubts and a visible CTA.
- Form with strictly necessary fields + clear consent.
Mistakes we avoid
- Promising “everything for everyone”: focus on one problem per campaign.
- Drive traffic to the homepage instead of a specific landing page.
- Do not label origin; without attribution, there is no learning.
4.3. Nutrition Phase
Previously, leads received a generic email and nothing more. We designed a sequence of 4 emails With clear objectives: to welcome and build trust, to delve into a common problem with a mini-case, to invite a more advanced resource, and to offer a free diagnostic meeting. The aim wasn't to "chase" the lead, but to guide them with clarity and usefulness.
Email sequence
- Welcome: clear expectations and a link to the promised resource.
- Mini-case: common problem and how a similar company solved it.
- Advanced resource: guide/template that helps quantify the impact.
- Appointment: Invitation to a brief, no-obligation diagnosis.
Nutrition metrics
- Openings: from 15 % to 36 %
- Clicks: from 2–3 % to 8–10 %
- Quotes generated: 4 to 18/month
The tone was essential: decision-oriented, with simple language and examples. We avoided "hard sales" and prioritized value: when the lead understands the cost of inaction, asks the appointment.
4.4. Closing/Sale Phase
Each appointment now came with prior information (downloaded resource, sector, priority problem), which allowed for personalized meetings and standardized follow-up with a simple process: Thank you email → proposal in 48 hours → reminder in 7 days. Reducing process variability increased perceived confidence and shortened cycle times.
| Metrics | Before | After (3 months) | Δ |
|---|---|---|---|
| Closing rate | 12 % | 28 % | +16 pp. |
| Average ticket | 3.800 € | 4.500 € | +18 % |
Meeting checklist
- Confirm problem and decision-maker's priorities.
- Quantify the impact and costs of inaction.
- Define the next concrete step and date.
Standard tracking
Thank you email (day 0) → Proposal (≤48 h) → Reminder (day 7) → Closure or no-go argued.
Funnel BEFORE
Funnel AFTER
5. Results obtained (before vs after)
In six months, the results were clear and sustainable: +180 % in qualified visits, +440 % in leads, +350 % in business appointments and a closing rate of 12 % → 28 %. The return on investment ceased to be a "black hole" and became a measurable system: for every euro invested in campaigns, approximately [amount missing] was generated. 6,2 € in attributable signed contracts. This visibility allowed the team to make informed decisions about what to scale, what to pause, and where to experiment.
| Indicator | Before | After | Δ Improvement |
|---|---|---|---|
| Website visits | 1.200 | 3.400 | +183 % |
| landing page conversion rate | 1,8 % | 7,2 % | +300 % |
| Qualified leads | 12 | 65 | +440 % |
| Opening emails | 15 % | 36 % | +21 pp. |
| Business appointments / month | 4 | 18 | +350 % |
| Closing rate | 12 % | 28 % | +16 pp. |
| Cost per lead (CPL) | 120 € | 45 € | −62.5 % |
| Average ticket | 3.800 € | 4.500 € | +18 % |
| Phase | Definition | Before | After | Δ |
|---|---|---|---|---|
| Visit → Lead | Landing page conversion rate | 1,8 % | 7,2 % | +5.4 pp. |
| Lead → Quote | Qualified appointments/leads | ~33 % | ~27–30 % | Stabilizes with greater volume |
| Appointment → Client | Business closure rate | 12 % | 28 % | +16 pp. |
| CPL | Cost per lead | 120 € | 45 € | −62.5 % |
| Average ticket | Average contract value | 3.800 € | 4.500 € | +18 % |
6. What do we learn from this case (application to other SMEs)
Many plans remain just a PowerPoint presentation. An operational funnel organizes channels, content, and tracking, and makes things happen.
- Organization before “more marketing”. Organizing what you already do and measuring it changes the outcome.
- Acquisition without conversion is a bottomless pit. Design the next step (landing page, lead magnet, form).
- Nourishing is not about chasing. Useful sequences make the lead move forward on its own towards the appointment.
- The closing improves when it is prepared. Prior information + standard process = higher probability of sale.
- Measuring involves the whole team. When you see the number of %s going from 12 to 28, the priorities change.
These lessons are transferable to most B2B sectors and many high-involvement B2C categories. The starting point is rarely “more budget,” but rather more focus and better decisions with the evidence in front of you. The funnel gives you a common language, transparency between marketing and sales, and a simple dashboard where everyone can see the impact of their work.
7. How Rumbo & Resultados translates this into service
This case study demonstrates how a well-designed funnel not only multiplies sales but also transforms how a company manages its opportunities. A clear lead generation and conversion system empowers SMEs to make data-driven decisions, prevent churn, and better allocate their resources. Our approach combines strategy, marketing, and applied digitalization to generate real results, no documents.
In Direction & Results We apply this same methodology to SMEs and scaleups that need to accelerate their growth. We adapt each stage of the funnel to the market reality and your business context, prioritizing high-impact initiatives and short learning cycles.
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